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Monthly Archives: February 2015

The debate about the value of ad viewability—and how to measure it—is long-standing and sometimes controversial. Typically, marketers are keen to see their ads in “above the fold” positions (the part of a website that’s visible without scrolling) where it is believed ads get the most exposure. However, impressions, the most common measurement for digital advertising, do not discern between how many ads are served versus how many ads are actually viewed.

In the most recent development on improving the viewability of web ads, IAB has released a report that its bigger “Rising Star” ad placements delivered higher interaction rates than standard units. These super-sized units come in a variety of formats, from a 970×250 pixel Billboard to a 300×1050 pixel Portrait unit.

Despite these findings, the trend is likely to continue with marketers starting to favor non-traditional digital advertising (e.g. native) over display. Digital is constantly changing, but the goal remains: reach consumers in the right place and at the right time.